Positioning and marketing strategy for the Levantine Gallery

The client: The Levantine Gallery is the only commercial art gallery in Jerusalem’s Christian quarter. It showcases carefully curated original art, alongside exclusive prints and designer gifts.

The challenge: To develop the brand and marketing strategy, so that the Levantine Gallery could become an authority in the field, as well as reach one of their key markets: diplomatic and NGO staff. We were also tasked to drive awareness of the gallery, whilst being aware that the sensitivity of the political landscape was a consideration.

Our approach: We started by honing the messaging of the gallery, which would articulate its point of difference and connect in a meaningful way with target clients. Our vision was to build a sustainable brand that will be recognised as THE place in Jerusalem for high-quality art and gifts that reflect the region authentically.

Our solution:  Brand development, including a redesign of physical collateral, alongside research into the local market to identify the market opportunity, which enabled us to craft a value proposition and segment our audience. We then completed a brand framework to summarise the brand. Our marketing strategy included establishing the gallery’s expertise in local art, alongside the usage of underused digital channels that competitors weren’t using. We also helped overhaul the Levantine website to reinforce the brand messaging. We constructed a marketing plan that included social media campaigns and thematic posting.

Results: The gallery now has high-quality physical collateral to reflect its individuality. It also has a comprehensive social media presence, that is receiving more engagement with its constructed campaigns. The gallery is now collecting positive experience reviews across the board and has a solid brand framework and marketing strategy that enables it to be regarded as the location for unique, high-quality art in East Jerusalem.

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